Episode Summary
Distribution is critical to the success of a branded podcast, but not many marketers prioritize it. So we decided to dedicate this episode to discussing the importance of a well-thought-out distribution plan and what it entails.
Tune in to this episode of Recorded Content where Tristan (Motion’s Co-founder) discusses three content/podcast distribution phases your team can use.
Featured Co-Founder
- Name: Tristan Pelligrino
- What he does: Tristan is the co-founder of Motion, a done-for-you podcast agency for small, scrappy B2B tech marketers.
- Company: Motion
- Noteworthy: Tristan is also a co-host of the Recorded Content podcast.
Key Insights
- Consider different preferences. People consume content differently, so Tristan suggests using podcasts to create pieces of various lengths and adjusting them to a target audience's taste. ''Not everyone wants to listen to audio content, and some people don't want to commit to a 45-minute video podcast either. Therefore it's up to you, as a marketer, to reach your audience where they hang out, even if that's not in the Apple Podcast App. When you create a show for your company, you're looking to reach people in your target audience, even if they don't consume podcasts.''
- Be where your customers are. Even if you create content that resonates with your target audience, such content is without value if you don't distribute it where your prospects spend the most time. ''With primary distribution, you take the opportunity to share the information contained within your episode in audio, written, and video formats. This takes care of all the different formats needed to reach your audience across a lot of different channels.''
- Use secondary channels to promote your podcast. These include your company's blog, newsletter, and even your team members' social media accounts. For example, ''You can begin implementing an employee advocacy program where your podcast gets distributed through all the individual social profiles of your employees.''
Episode Highlights
The First Phase of Distribution: Repurpose and Break Down
”For every podcast episode, it helps to have a consistent process for repurposing. During the editing process, we have an entire list of assets we develop from a single video recording.
Here’s what we create from every episode of Recorded Content. We have a full-length audio and video episode; this is considered the pillar content. We also have detailed show notes, short promotional videos, podcast trailers, custom thumbnails, episode art, social images, clean transcripts, and more.”
The Second Phase: Distribute Your Content Across Your Primary Channels
”This is what I like to call table stakes for your company’s show. Here are the steps we take with the shows we produce at Motion.
We publish LinkedIn posts from the company page, a series of tweets or threads on Twitter from the company account, and a dedicated episode page on our website, including detailed show notes formatted for the design of each show.
We upload the full-length audio on a podcast hosting platform and then distribute it to all major podcast directories, like Apple, Google, Stitcher, et cetera. And then we also upload the full-length version as a YouTube podcast.”
The Third Phase of Distribution: Enrich
”With enrichment, your company gets an opportunity to use content derived from the podcast episode in a lot of other places. […]
We embed podcast videos and trailers within blog posts. We attach videos and social images to personal social posts on LinkedIn and create tweets and longer threads using quotes from a podcast episode. We share images and videos on Twitter. We also share information in emails with prospects and customers and in Slack channels or Facebook groups as well.”
